If your business uses Twitter to increase traffic, reach out to fans, or share valuable content, it can be useful to know how your tweets perform and how to further increase your reach.

Online marketing is all about implementing ideas, measuring results, and constantly fine-tuning your techniques to get the most out of your time and money. Today, I’m going to provide you with an overview of Twitter Analytics. I will also explain how it can help you plan and improve your Twitter marketing strategy.

Getting Started

Twitter Analytics is a free online tool that provides several useful metrics about your account and followers.

To get your hands on this data, head to your Twitter account, click on your profile picture in the top right corner, and click “Analytics,” as shown below.

twitter menu

Note: If your account is fairly new or has received very little engagement, you may not have an analytics dashboard just yet.

Month-to-Month Summary

On the home page of your dashboard, you’ll see a month-to-month summary of your account. This summary will compare your account’s performance in the current month to the month before. It will also list your most engaged tweet, top mention, and top follower.

twitter analytics dashboard

You’ll also see an overall summary for each month. This shows the number of new followers your account gained as well as total impressions, profile visits, mentions, and tweets.

twitter analytics summary

Should you decide to try a new strategy for a month, monitor these metrics and compare them to your performance from the previous month.

Tweet Activity

Unsure which days your tweets receive the most engagement or which topics and content perform best? Click the “Tweets” button on the Analytics dashboard to see a day-by-day graph of your profile impressions.

twitter reccent activity

In this section, you can filter individual tweets based on total impressions, total engagements, and engagement rate to learn which tweets made the greatest impact.

Twitter Audiences

Twitter Audiences helps you better understand your followers and prospects if you plan to advertise on Twitter.

This feature delivers the following data on your Twitter followers:

  • Interests
  • Consumer buying style
  • Occupation
  • Wireless carrier
  • Household income category
  • Marital status
  • Home ownership
  • Education

Twitter collects all data from U.S. sources only, so it may be less than helpful if your company generates the bulk of its business outside of the United States.

twitter audience

Twitter lets you dig even deeper by giving you insights on your organic followers (people who interacted with your content but don’t necessarily follow you). Alternatively, you can target new prospects using a number of parameters.

For example, if you want to gather data on a new audience, select the “all Twitter users” option from the drop-down list on the Insights dashboard. Then, select your persona type, demographic, lifestyle, consumer behavior, and mobile footprint.

How To Get Started With Twitter Analytics

If you plan to advertise on Twitter, learning a little about your target market can help you prepare the correct ad type with the right message.


Thinking of writing a Star Wars–themed blog post? Wondering what everyone thinks about the current NFL season? With Twitter Analytics, you can research specific events and find top-performing tweets and impressions.

twitter events

If you want to ride a current trend or see what is popular within a certain niche, the “Events” tab is a good place to start.

Twitter Analytics Is a Data Machine

Simply put, Twitter Analytics has a wealth of information on your fans, your target market, and current social media trends. It will tell you about everything, from your most successful tweets and the days your fans are online to what your fans like and what devices they use.

Any business who want to take Twitter seriously should run an audit on their account using Twitter Analytics. Use the platform to learn about your performance and how you can improve going forward.

This post was originally published February 2016 and has been updated to be current in the new year.



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